Notes

In this competitive era, the use of technology greatly affects the way businesses create and implement marketing strategies to obtain a great portion of consumers. Marketing strategies affect the buying decision-making process of a consumer in a big way, and companies with good marketing strategies easily get the customer's attention (Rahul Pandagre, et al., 2021). Marketing strategy describes the process of how businesses and organizations understand their markets and their methods for influencing profitable customer action (CoSchedule, 2022). These strategies include Freebie, social media campaign, loyalty plan, and scarcity.

According to Johnson and Smith (2019), consumer purchase behavior is significantly influenced by marketing methods. Effective pricing tactics, marketing initiatives, and product positioning have been shown to have a significant impact on customers' decision-making processes. The study did, however, also emphasize how crucial it is to take demographic variables like age, income, and cultural background into account, as these can affect how effective marketing methods are in influencing consumer behavior.
Consumer buying behavior is the sum of a consumer's attitudes, preferences, intention, and decisions regarding their behavior in the marketplace when buying a product or service (Hill and Grimsley, 2023).

Over the past years, businesses have faced immense challenges in meeting the constantly evolving behavior and preferences of consumers. One great example is the McDonald's. It began offering the classic combo of hamburgers and fries. They originally
didn't offer salads or frappes. But, over time, their customers wanted healthier foods, so McDonald's responded and began offering healthy alternatives such as salads, fruits, wraps, and oatmeal. If McDonald's hadn't responded, they may have lost customers who wanted to eat healthier foods (Yuanxin, 2022). Thus, this justly shows that businesses should foster marketing strategies that would influence the purchasing behavior of consumers regarding the products and services offered, and would contribute to the success of the business.

In the Philippines, businesses often utilize marketing strategies including word-of-mouth, social media marketing, search engine optimization, content marketing, broadcast advertising, print advertising, etc. These strategies greatly affect the triumph of a business. On the other note, in the research field, there is a significant gap in pre-existing studies. There is a lack of specific focus on certain aspects of marketing strategy.

In this light, the researchers decided to conduct this study to examine the effect of certain marketing strategies including freebie, social media campaign, loyalty plan, and scarcity on the purchasing behavior of consumers and to identify which strategy is the most effective that drive consumer buying behavior.